Food vloggers and parasocial interactions: a comparative study of local and foreign food vlogs using the S-O-R paradigm

Abstract

Purpose The purpose of this paper is to use the stimulus-organism-response (S-O-R) paradigm to understand how the source characteristics of the local and foreign food vloggers impact perceptions associated with the consumption setting of food vlogs (FVs), that is, experiential value and authentic value, cultivate the experiences of parasocial interaction (PSI) and how they are channelized into behavioral and attitudinal dispositions of food tourists. Design/methodology/approach Following a survey research design, a sample of 418 participants with an interest in food-related touristic journeys was analyzed. Both Pakistani and foreign FVs about Peshawar, a historic city situated on the ancient silk route, were selected for a common reference point. Findings The reception of Pakistani and foreign food vloggers differed significantly, implying that source characteristics, especially perceived similarity with the food vlogger, are an essential factor in the case of FVs. FVs’ authentic and experiential values significantly nurtured the experiences of PSI and positively influenced viewers’ evaluation of vlogs. The experiences of PSI cultivated visit intentions towards a destination. However, their relationship with the destination’s food image was not significantly related. The favorable reception of FVs was positively associated with the destination’s food image and visit intentions. Practical implications The findings provide tourism and hospitality managers with suggestions on how to appreciate and incorporate the marketability of FVs into their destination marketing campaigns. Originality/value This study opens up new avenues of scholarly debate by comparing the local and foreign food vloggers’ source effectiveness in cultivating PSI experiences and resultant attitudinal and behavioral changes. This study adds to the emergent research stream of understanding the food vlogger–viewer relationship through the S-O-R framework.

Foodstagramming as a self-presentational behavior: perspectives of tourists and residents

“…WOM, recommendation and food exploration) rather than solely focusing on its psychological antecedents – why individuals engage in and what factors lead to social sharing and foodstagramming (Krämer and Winter, 2008; Lyu, 2016). Consistent with Yousaf (2022), this study shows scholarly interest in consumers’ behavioral continuity resulting from positive food experiences and social media sharing.…”

“…This study identifies a stronger direct effect of extrinsic (vs. intrinsic) value on strategic self-presentation, which sheds light on the functional differences between extrinsic value and intrinsic value in the self-presentation mechanism. This goes beyond the prior food experience research by advancing the literature on the role of food experiential value in affecting consumer behavior (Han et al , 2022; Yousaf, 2022). Besides, the outcomes suggest that strategic self-presentation can be stimulated by consumer confidence in creating a favorable image (Wong et al , 2019; Zhu et al , 2019).…”

“…Additionally, learning and experience can improve an individual’s self-efficacy (Luthans and Peterson, 2002). Dining on local food brings new knowledge and experiences to consumers, which in turn enhances their capacities to identify the food for social media sharing (Han et al , 2022; Yousaf, 2022). Therefore, self-efficacy not only leads to self-presentational behavior but also can be enabled and strengthened by having positive food experiences.…”

“…In the foodstagramming context, food experiential value is one’s assessment of environmental stimuli, consisting of extrinsic and intrinsic aspects. From this perspective, it is cultivated in the environment where food experience is generated and exchanged (Han et al , 2022; Yousaf, 2022). Consumers’ food experience plays a pivotal role in providing them with self-presentational resources (e.g.…”

Guest editorial: Creating, managing and marketing gastronomy experiences in hospitality and tourism

“…The research proposed by Yousaf (2022) explores food vlog dynamics, drawing on the SOR lens. It analyses how the features of local and foreign food vloggers affect the perception associated with the consumption setting of food vlogs, while drawing some conclusions on people’s response in terms of attitude towards the food vlog, destination’s food image and visit intention.…”